According to a new report from Kantar, X’s advertising troubles are set to worsen, with 26 percent of marketers planning to decrease spending on the platform in the upcoming year. Advertisers’ trust in X is at an all-time low, as shown in the report based on interviews with 18,000 consumers and 1,000 marketers globally. Since Elon Musk took over, X has faced a decline in its advertising business, with high-profile advertisers cutting back due to concerns about hate speech and toxic content. Musk’s controversial statements and legal actions against advertisers have further strained relationships, with only 4 percent of marketers believing X is a safe space for brands. Despite this, X has claimed to offer improved brand safety and performance, with increased usage levels. The company has not yet responded to requests for comment from sources like the Financial Times.
